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Introduction > A Light Touch at Just the Right Time - Pg. 3

introduction 3 bust size to entice a male driver to stop. 3 So I'm not going to be using the full range of his research in this book.) Of course, we can't actually touch our customers on the arm: It's not, as far as I know, possible to do over the internet, and it's prone to misinterpretation if done in person. Yet, figuratively, we do need to touch our customers if we're going to provide memorable customer service. And touching--reaching--your customers is what this book's about. a light touch at just the right time I'm going to show you how to succeed at touching customers while keeping your technological edge, as well as how to make that touch more effective through your technological edge. You'll also learn how to use the right technology, people, and company culture to ensure that your touch is feather light--not intrusive or more than the customer wants, and always (and only) when the customer wants it. The goal in all this is to touch customers in a way that builds true customer loyalty--loyalty you can bank. The stakes are high. Since the advent of the internet, and, most specifically, the broad use of the World Wide Web starting in the mid-1990s, there's been a dramatic transformation of the competitive landscape. The changes wrought by these new communication and dis- tribution channels are in many ways revolutionary, and they're causing disruptions akin to those of past revolutions. For a parallel, look at the changes of the mid-nineteenth century. During this period the stability of rural and village life was thrown into disarray due to a host of technological advances, including those making it possible to preserve and transport food. Customers could now pur- chase edibles from across the country or around the world: The farmer in New England who had been able to count on a captive local market for whatever would graze or grow in his stony fields was now compet- ing against topsoil-rich Illinois and lamb-friendly New Zealand. The result was a mass abandonment of farms throughout the region. The American Managememt Association · www.amanet.org